Athlete-Driven: Shaqtin’ on Instagram

Shaq and Cycle Media formed an all-star duo on Instagram last night. Cycle, the sports and pop culture media company, is one of the best in the game at creating timely content that connects sports with the culture of social media.

Following a heartbreaking Game One loss for the Cavs in which LeBron dropped a cool 51, Cycle shared the post below — a microcosm of the game in meme-form.

What stands out about Cycle’s post isn’t the content itself — they routinely kill it during big sports events — but the athlete-driven distribution. The post received a Shaq-sized boost when the big man shared it to his personal Instagram channel.